Welcome to Justice Valley

Rightstars makes justice available for everybody. They connect consumers, businesses, and lawyers so they can collaborate and share legal information and claims.


Rightstars is a social platform with the aim to close the justice gap. The platform is B2B//B2C and connects consumers, businesses, and lawyers. They approached us to help them establish their brand identity. They were pretty clear that they didn't want to have the traditional legal company look and feel, and wanted to have something with more personality that would set them apart from traditional law firms.
To launch the new identity for Rightstars and position the company internationally within the legal-tech industry, we conducted research and compared Rightstars against other global players. During our creative exploration, we identified different key elements and created an identity, personality, and voice. Out of 3 branding proposals, we developed the concept of the Justice Valley, a place where people can go and get justice when they have been wronged. Visiting the platform of Rightstars is like going back to the old ages where the sheriff is ensuring law and order.

Visual Identity

The typography of the logo is handmade and inspired by an old Western movie poster. The A is represented by the top zag of a five-pointed star. The rest of the star can be intuited in the main logo. For the badges and favicon, which are usually very limited in space, we developed an icon with an R and placed a star next to it to support the brand name.

The main colors in beige, red, and lilac are inspired by the sunset over the most typical Western movie landscape, the Monument Valley. The accent colors in orange and blue can also be found in the sunset and bring harmony to this composition.

Brand elements

A graphic system was developed to convey the values of their brand personality: friendliness, simplicity, transparency, and fun. We were using different patterns and shapes that would make the brand dynamic. However, a large portion of the color system is held in white so the brand doesn't get not too overloaded and the brand elements will flesh out.

For the claim, we wanted to create something unique, eyecatching, and on-brand, so we developed a system where the A gets substituted by the top point of the star. Since the A is the most common letter in most languages, this style can be adjusted to any language.
Different combinations of branded patterns


The illustrative icons for Rightstars are very playful representing a mixture of the western, legal, and corporate world.
Furthermore, we also crafted an illustration of the justice valley, the place where justice can be found.

The highlight of all the illustrations is the sheriff, an avatar that was created to comment on social media and on the forum. He will be a relevant brand ambassador and will even have his own story that the users can read on the platform. The legend goes that he single-handled disarmed a group of Bandidos just by showing his eyes and giving them a stern look. Another legend goes that he made the original hole in the donut when the bakery handed him a sweet with the wrong cream as filling. Whoever he is, he retired as local sheriff to help you become your own sheriff.

UI design

It is always an ambitious task to work on the interface design of a product that is completely new. As their platform is the most important touchpoint, we created a UI design system that is versatile for different scenarios and enables the growth of Rightstars in terms of features.

For the landing page, we created an illustration of a valley to make sure that the users understand that this platform is the right place to find justice. For the illustrative icons on the platform, we created an illustration system where our client can create their own illustrations adjusting easily backgrounds and shapes to ensure future brand consistency.
Different components such as buttons, iconography, notifications, calendars, etc. were created. We made sure that the design system is easy to use for their UX designers.

Developed an internal tool in Figma for the team to create new icons
How to create team pictures profiles on Figma
Rightstars, USA & Spain
Branding & UI Design

Related Startups projects